Fine Cheeses from France is aiming to reinvent the formal cheeseboard occasion with a £425,000 marketing campaign based on a sharing theme, to begin in June.

The drive is designed to capitalise on growth in adult snacking by repositioning French cheese as a casual tapas-style food that is ideal for eating with friends.

The campaign will be fronted by Michelin-starred chef Pascal Aussignac, who runs Le Cercle, a casual French tapas-style restaurant in London, where diners choose from a medley of small French dishes.

The campaign slogan will be 'Frencheese - the accent's on sharing'. Sally Clarke, national account manager for the Fine Cheeses from France campaign, said she hoped the initiative would reach a wider audience than previous campaigns.

"French cheeses have never been better placed to capitalise on the trend for informal eating and snacking because they offer lots of interest and variety.

"The French dairy sector views Britain as one of the fastest-growing major export markets, along with the US and Russia, with average sales growth of 55% between 2000 and 2005 by value in the UK. This is reflected in a larger campaign spend, up 20% compared with 2005."

Leaflets containing Aussignac's tips on cheese sharing will feature in above and below-the-line activities, including one million leaflets to be distributed to consumers in supermarket-own magazines and other food titles.

A 'Tour de Fromage' sub-theme running in the summer will coincide with the Tour de France and encourage consumers to 'tour' cheese aisles to discover the wide range and variety on offer in supermarkets.